Korean Air replaced its iconic logo for the first time in 40 years

Korean Air is introducing a new brand identity, its first update since 1984, designed by Lippincott, a global creative consultancy. The rebrand includes a new wordmark, refreshed logo, and simplified color scheme, which will debut across the airline's operations and aircraft livery in the coming weeks. The update comes as Korean Air merges with Asiana Airlines, South Korea's second-largest airline, and plans to expand its international profile. The new branding aims to differentiate Korean Air as it becomes a more global brand. The former branding had a retro 1980s aesthetic, which is being replaced with a more modern look. The new logo features a fluid, ribbon-like iteration of the Taeguk symbol, inspired by traditional Korean performance art. The brand's color palette has been simplified to a range of blues, giving it a more premium feel. The blue livery has been retained, but with tweaks to align with the company's expansion plans. The word "Air" has been removed from the livery, and the brand's Hangul name has been removed to appeal to global audiences. The rebrand is meant to signal Korean Air's transition into a global airline, while still honoring its Korean heritage.